GUIDE TO A GREAT CAMPAIGN 2014 SEASON. United Way of Westmoreland County. UnitedWay4u.org

Transcription

1 GUIDE TO A GREAT CAMPAIGN 2014 SEASON United Way of Westmoreland County UnitedWay4u.org

2 Campaign Strategies for Success: Proven Best Practices Whether you're running your very first campaign for the United Way of Westmoreland County or you're a returning ECC, this list of campaign strategies will help you define the best practices and promotions for your workplace campaign. When meeting with your Campaign Team, discuss the strategies below. What would work best for your corporate culture and your employees? Brainstorm new ideas! If you have any questions, contact your United Way representative. CEO Endorsement Talk to your company s leadership about approving a campaign team and budget and allowing company time for campaign-related meetings and activities. Ask top management to publicly support, endorse and actively participate in the campaign and events. An from the CEO can help set the tone for the campaign, and thank you s to all contributors are appreciated by employees (see sample s). Campaign Team Find a co-chair who will be your successor and involve them in the planning, organization and implementation of the campaign. Recruit a campaign committee that includes representatives from all departments, labor unions and retiree groups. The best candidates are people who are organized, enthusiastic, creative and interested in improving our community. Anyone from your company who has been helped by United Way themselves makes a great addition to the team (see sample s). Incentives UWWC & Internal UWWC offers annual prize incentives for step-up donors (those who increase their annual gift by set amounts) and donors who give to our Impact Fund. To increase giving, plan events and communications around incentive entry deadlines. For more details, contact your United Way representative. Several companies have seen great success in promoting their own incentives. Use your campaign budget to purchase gift cards to raffle to donors, or ask for donations of silent auction style baskets or other prizes (see sample s). Campaign Materials & Speakers Publicize your United Way campaign with brochures, posters, table tents, banners and more all available online or by filling out a campaign supply order form. Work with your United Way representative to produce pre-printed and customized pledge forms. United Way speakers or speakers from United Way partner agencies are also available by request. Fill out a speaker request form to schedule a speaker for your kick-off or campaign event. Workplace Promotion Mention the United Way campaign in your company newsletters, s, voic , inter-office TVs and social media pages. Post United Way facts and reminders on your company s intranet site. Also include the link to United Way s website (unitedway4u.org), Facebook page (facebook.com/ unitedwaywestmoreland) and twitter handle Follow United Way of Westmoreland County on Facebook and Twitter and share it with your coworkers. If you tweet from your company account, Kick-off Event Invite all staff to a kick-off event that communicates management support, campaign goals, campaign activities, how to make a gift and campaign dates. Invite a United Way representative to speak. Ask current contributors to consider increasing their gift and thank loyal contributors and recognize them at company events (see kick-off planning tips). Campaign special event A campaign special event can help increase awareness of your campaign, bolster campaign results and participation and add fun and excitement to your campaign! Events like office bingo, a bake sale, a donation-based lunch and 50/50 raffles are all easy event ideas to keep your campaign lively. Think about what gets your colleagues excited or what hobbies or talents employees have that could be incorporated. (See Fundrasing Ideas From A-Z for more) Retiree appeal Communicate with retirees about your United Way campaign. Send communications and solicitations via or mail.

3 Communication Strategies: How to communicate before, during & after your campaign Consistent communication throughout your campaign is key to its success! Consider the following campaign communication strategies below when planning your campaign and meeting with your campaign team. Ensuring the Ask Make sure every employee is asked and given an opportunity to give through team meetings, events, s, letters or one-on-one solicitations. You can do this through a number of ways: A personal ask is by far the most successful ask. Distribute pledge forms to all managers or department heads and ask them to distribute to their teams in unit meetings. Have your campaign team members personally distribute pledge forms & brochures and ask each person to consider giving to United Way. Explain why you give. Campaign Announce your campaign kick-off and any other campaign events via . Your United Way representative can provide you with templates for several different types of s. Tell employees when the campaign ends and where they can return forms. Ask every employee to turn in a donor form by a certain date even if they choose not to contribute. This will let you know that every person has had an opportunity to give. Updates & Follow-up Provide regular updates to employees about the progress of your campaign via . You can also do visual displays, like a thermometer poster. Follow-up with an individual or personal ask to those who haven t given in the final week of your campaign (see sample s). Campaign Close Report the final totals of your campaign to your employees via , mail or meeting. drafted from the CEO to thank all employees who gave during the campaign (see sample s). Communicate the results of the campaign through your company's newsletter, enewsletter, website, intranet, social media pages and other communications. Share campaign totals, goals reached, success stories and photos. Sample s Find these sample templates at unitedway4u.org/campaign-center: > Campaign Team Recruitment Invite employees to join your campaign planning team. > Campaign Announcement Announce your upcoming campaign to all staff. > Campaign Announcement from CEO > Kick-off Event Invitation Announce your kick-off event and tell people why they should be there. > Campaign Progress Update Thank those that have already donated and remind everyone else why it s important. > Reminder to Donate Send shortly before the campaign ends. One last reminder for those who haven t given yet! > Campaign Thank You Set of two s, thanking your donors and relaying the full details of your campaign results. > Campaign Thank You from CEO > Request & Thank You for Incentives Ask for donations of door prizes and other items for your campaign events and incentives. Thank your campaign team, campaigners and employees who participated. If possible, have an or letter

4 The Campaign Timeline: Combining best practices, communication & logistics Use this template to structure and organize your campaign from start to finish - everything from forming your team, to planning and launching your campaign to wrapping up and thanking your donors. Two Months Prior to Campaign Have a campaign planning meeting with your United Way representative. Discuss preliminary goals, strategies and areas of growth for your campaign. Contact your CEO/senior management. Communicate the company s United Way campaign goal(s), ask for endorsement and involvement in campaign. Form your campaign team. One Month Prior to Campaign Meet with your campaign team to plan your campaign and develop a timeline of activities and communications: Plan a kick-off event Develop an ask method that ensures every employee is personally asked to give Identify other effective campaign events Consider company incentives that can increase participation Determine what materials will be needed from United Way to promote your campaign Discuss other options for promoting the United Way campaign within your company Discuss retiree involvement Clearly define roles and assign tasks to team members Fill out and submit your campaign supply order form and any speaker requests to United Way. Send a campaign announcement from CEO. Distribute pledge forms and materials to those who will be making asks. Have unit leaders make asks during departmental meetings or have campaign team members personally distribute pledge forms and ask each person to consider giving. Contact appropriate staff about promoting campaign via company website, intranet, social media sites, newsletters, etc. During Campaign Send staff an invitation to your kick-off event. Hold your campaign kick-off event. Keep a running total of pledges made. Send an inital campaign progress update to donors/staff. Send invitations to staff for any additional campaign events. Hold your campaign special events. Meet with your campaign team for a mid-campaign review. Send a second campaign progress update to donors/staff. Send a reminder to donate to all staff that haven't given. Personally follow-up with any donors who haven't given. After the Campaign Submit all envelopes and pledge forms to your United Way representative. Send thank-you s to donors/staff. Send a thank you from the CEO, if possible. Share campaign results with employees via social media, intranet and/or newsletters. Meet with your campaign team to review the campaign and thank them for their participation. Encourage ongoing engagement with United Way of Westmoreland County by sharing our website, social media pages and enewsletter.

5 Campaign Planning Checklist: An Employee Campaign Chair's Guide Before the Campaign Meet with your United Way representative to review campaign s history and discuss new goals and strategies. Attend UWWC s ECC training in August. Set kick-off and close dates for your campaign. Set a campaign goal (can be based on dollar amount, participation, and/or leadership giving). Secure CEO/senior management endorsement (see strategies for success). Form your campaign team. Meet with your campaign team to determine your campaign s theme, incentives, strategies, events, promotional tactics and method of ask (see Strategies for Success). Establish a timeline for your kick-off event and any other events. Schedule a United Way speaker for your kick-off event. Submit your campaign supply order form to UWWC. campaigns end date (see sample s). Keep a running total as pledges are collected. Provide regular updates to employees about the campaign s progress. Follow-up with those who didn t turn in a pledge form. After the Campaign Report final totals to your employees. Meet with your campaign team to evaluate the campaign. Thank everyone -- via company newsletter, enewsletter, social media and (see sample s). Encourage employees and your campaign team to visit the UWWC website, social media sites and join our enewsletter mailing list. They ll be able to stay connected to their impact all year round. Consider participating in United Way events throughout the year and organizing volunteer acitivities for your staff through United Way of Westmoreland County. During the Campaign Begin promoting the campaign at least one week before kick-off. Send an announcing your campaign (see sample s). Invite all staff to your kick-off event (see sample s). Hold your campaign kick-off event. Ensure pledging information is distrubted to all employees, so everyone has an opportunity to give (see strategies for success). Use campaign strategies and tactics to promote your ongoing campaign. Schedule a mid-campaign meeting with your campaign team, to review your progress. Send follow-up s to remind employees about community needs and any upcoming events (see sample s). Send a reminder to report on your campaign s progress, thank those who have donated and reinforce the Online Resources Visit unitedway4u.org/campaign-center for all your campaign resources. Along with a copy of this guide, you'll find downloadable versions of: Pledge forms Videos Promotional materials (brochures, posters and more) Campaign templates Impact fund information And more!

6 Kick-off Planning Tips Starting your campaign with a strong event The most successful United Way campaigns have one key element in common the use of employee meetings. This is your chance to share your passion for helping people and your commitment to United Way. Incorporate your own story about why you are volunteering and supporting the organization. Your enthusiasm will make the difference in connecting with other employees. The goal of employee meetings is to let your coworkers make an educated decision about giving to United Way of the Westmoreland County. Things to Consider When Planning Tag your kick-off onto an existing meeting. A 30-minute meeting is best. United Way staff and United Way partner agency staff are available to speak at meetings, to talk about what we do, how we do it, the impact we are having in our community, our partnerships and stories about the lives we touch and the lasting changes we are seeing. Secure employee involvement by providing incentives such as door prizes, giveaways and food. Plan for management to be present and participate in meetings. Put employees names on pledge forms and distribute as people enter the meeting room. Talk to your United Way representative about receiving pre-printed pledge forms. Collect all pledge forms at the end of the meeting or have immediate follow-up by your campaign team. Personally contact employees unable to attend the meeting due to sickness or vacation. Presentation Planning Check List Secure a time, date and location for meetings. Inform employees by personal letter, newsletter, payroll stuffer or that they will be asked to make a decision regarding contributions to United Way at the meeting. Gather United Way materials (brochures, buttons, incentives, etc.). Materials can be provided by your United Way representative. Bring pens for people to complete their forms. Prepare your comments. Secure attendance of your United Way representative and/or a community speaker. Secure the involvement of the CEO or department manager (and union leader if applicable). Follow-up Check List Collect pledge forms and cash donations. Distribute buttons/incentives, if applicable. Meet with those who missed the meeting. Tally the results and send a campaign update to employees.

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